Have smarter conversations with your customers
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Join Steven Noels as he discusses: - The rise of inbound marketing and personalization - The benefits of being relevant in inbound customer conversations - How to create and use Customer DNA to better engage with your customers
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Have smarter conversations with your customers
- 1. Smarter Customer Conversa.ons Using Your Data for Be1er Inbound Interac6ons September 23, 2015 Steven Noels CTO, NGDATA
- 2. 2 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Marke.ng Shi4
- 3. 3 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission A customer is 4 Fmes more likely to buy from a compeFtor if the problem is service related vs. price or product related. -Bain Consulting
- 4. 4 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Customers’ Expecta.on Shi4 OFFER THE RIGHT PERSON THE RIGHT TIME THE RIGHT CHANNEL THE RIGHT IMPROVED FREQUENCY IMPROVED SEPARATION
- 5. 5 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Understanding Your Customers Anonymous Iden.fied Exis.ng customers
- 6. 6 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Learning From Your Customers ▪ Data must come from all internal sources to ensure each communication opportunity is relevant ▪ Real-time knowledge must be applied to improve communication as individual preferences evolve over time ▪ Individuals interact with each channel differently, but need relevant and consistent communication with each ▪ Customers expect to be treated as individuals
- 7. 7 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Technology Barriers regard IT roadblocks and lack of technology as barriers to adopFng or improving customer experience Source: Econsultancy, Digital Marketing Exchange 84% No SoluFons – No AutomaFon – Manual Work – Low ROI
- 8. 8 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Organiza.onal Barriers “Customer centricity is a culture of puVng the customer at the center of everything you do.” —BRIAN SOLIS, Principal at Altimeter Group OrganizaFonal change is required to put the customer front and center. This means more than just a technological change, it means a desire to put the customer first.
- 9. 9 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Make your conversaFons more relevant
- 10. 10 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Collect real-‐Fme data from all available sources on the inbound visitor – web, IVR, purchase history, CRM, markeFng program behavior, etc. Personalize each experience with the right messages and incenFves based on trends, preferences and behaviors found in the individual profiles, regardless of the channel chosen by the customer Build individual profiles on customers that consist of key, acFonable metrics. Keep track of trends and anomalies. Use this informaFon to support an effecFve mulFchannel experience Build Strongly Personalized Profiles
- 11. 11 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Consistent Regardless of the channel with which your customer interacts with you, make each and every interacFon consistent Context Aware More than communicaFng based on Fme and locaFon, but also consider markeFng pressure and service experience Relevant Based on behavioral data and interacFons, every conversaFon and offer must be relevant to the individual Op.mize Customer Interac.ons
- 12. 12 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Ensure Consistency with Customer DNA a collecFon of 1000s of predefined metrics, calculated in real .me and organized per iden.fied customer based on a variety of interacFon-‐ and fact-‐based data sources, using a variety of predefined calculaFon, predicFon and/or retrieval methods providing ac.onable data for markeFng & customer-‐centric applicaFons
- 13. 13 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on M O B I L E A P P
- 14. 14 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on A C C O U N T
- 15. 15 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on W E B
- 16. 16 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on M O B I L E W A L L E T
- 17. 17 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on P U R C H A S E
- 18. 18 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on A T M
- 19. 19 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Capture Every Interac.on C A L L C E N T E R
- 20. 20 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics...
- 21. 21 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics... Online Interac.ons
- 22. 22 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics... ATM
- 23. 23 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics... Mobile Interac.ons
- 24. 24 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics... Call Center
- 25. 25 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics... Payments
- 26. 26 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Real Time Converted into Core Metrics... Every Touch
- 27. 27 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Revolu.on: Impact Lily Enterprise adds Ac1ons and Precision Opera.onal Systems External Data Contract/Product Data Customer OperaFonal Data Reference Data MarkeFng and Social Data Customer InteracFon Data Campaign Data ERP/CRM Data Data Warehouse Data Service Desk Customer CRM and IVR Systems Web and Mobile Mobile Apps Customer Website Channel / Campaigns Mail SMS Print Broadcast MarkeFng Campaign Mgt Sales Office Agent / Advisor Social Media PERSON THE RIGHT OFFER THE RIGHT CHANNEL THE RIGHT TIME THE RIGHT FeedbackInput (Big) Data Lakes BI/Analy.cs Datawarehouses Customer 360 Monitor Drive Partner Apps
- 28. 28 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission 5 Key Factors to Customer Experience Management Customer DNA Atomic Level View OperaFonalized AnalyFcs One SoluFon, MulFple Uses Omni-‐channel Impact
- 29. 29 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Knowing Your Audience is Growing Your Audience OPPORTUNITY • Belgium’s largest newspaper business needed to adapt business to compete in the digital age and saw great value in their dramaFcally growing online business SOLUTION • Mediahuis connected online visit data with subscripFon data from mulFple systems to quickly create a Customer DNA on each user • They implemented a targeted subscripFon offer based on behavior and propensity scores found through the Customer DNA to increase subscripFons for two of their brands. RESULTS • AcquisiFon models showed significant predicFve power from combined data/Customer DNA, enabling more targeted offers • Doubling effecFveness of inbound markeFng programs • Adding more brands to the program and beginning targeted inbound/acquisiFon programs to more effecFvely engage with both known and anonymous users 2xINCREASE IN THE EFFECTIVENESS OF INBOUND MARKETING CAMPAIGNS
- 30. 30 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Be[er Service / Lower Costs OPPORTUNITY • Essent supplies electricity and gas to 350,000 customers in Belgium, owned by top 5 European (German) energy supplier RWE Group • They wanted to deliver bejer service to their customers while lowering their call center costs – specifically around inbound calls regarding invoicing -‐ which can be lengthy and costly SOLUTION • They created a DNA on each customer from data stored in different systems (CRM – contract, billing, usage, etc., and contact interacFons from inbound and outbound acFviFes – call center, mail, website, etc.) to bejer understand their behaviors and propensiFes when it came to invoicing. • Once they had the DNA in place, they created a model to enable them to predict which customers were most likely to call about invoices. • The ones mostly likely to inquire received a personalized video, with informaFon about their current status of usage, which would reflect on their next invoice. Results of views were also fed back into the system for further insights RESULTS • Rolling out the personalized videos to the right customers, resulted in call reducFon of 49% for customers who viewed video, directly impacFng call center costs. • There was an overall call reduc.on of 30% • With the staFsFcal model, there was a li4 of 5.6 in predic.ng the callers 0%CALL REDUCTION 3
- 31. 31 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Relevancy – What Customer Experience is All About OFFER THE RIGHT PERSON THE RIGHT TIME THE RIGHT CHANNEL THE RIGHT IMPROVED FREQUENCY IMPROVED SEPARATION
- 32. 32 Copyright 2014 NGDATA ®, Inc. ConfidenFal – DistribuFon prohibited without permission Are you ready to use Customer DNA to enhance every customer experience? Learn more about how Lily Enterprise can help your company. Schedule an appointment with an NGDATA representaFve to get a personalized walkthrough. Don’t forget to follow up and share with a friend stevenn@NGDATA.com